How to Improve Landing Page Conversions - Instapage Guide

How to Improve Landing Page Conversions

Last updated on May 23, 2017

The best way to improve your landing page conversions is to continually A/B test the page.

A/B testing is a process that helps users determine which variation of a marketing message will improve conversion rates. It is a simple way to test changes to your landing page against the main design and determine which variation produces the highest positive results. Many landing page elements can be tested, including landing page color, headlines, form length, CTA button copy, etc.

Although PPC traffic is valuable, it can be very costly. A/B testing, on the other hand, is very cost-efficient. In fact, A/B testing capabilities are included with our Professional and Premium plan memberships.

A/B testing is comprised of two main parts. First, you create the variation of your landing page, and second, you measure the conversions received from each variation. The goal of an A/B test is to maximize the conversion rate you expect the optimal version to deliver.

Before you begin A/B testing, it is recommended you fulfill the following six prerequisites:

1. Don’t make assumptions: Be data-driven. Test everything – not just the elements you think your audience will focus on.

2. Set a testing end-point: To run a successful A/B test, it is important to establish an end date before you begin. Establish the duration of your tests beforehand to make sure you’re getting accurate results.

3. Don’t just rely on best practices: Get inspiration from current trends as well. Experiment!

4. Test one element at a time: This way you don’t split your focus, and your results are clear and easy to interpret. If you changed your CTA button size and your headline in one variation, how do you know which element increased conversions? You don’t. Take the necessary time to create different variations to guarantee you are making the right changes.

5. Understand basic statistics: While an A/B test will show you which variation performed best, statistical significance lets you know whether you can rely on that A/B test. To confirm statistical significance, you need to make sure your sample size is large enough. For example, if you witness an increase in conversions by testing a long and short form and your sample size was only six people, you can’t guarantee the results are statistically significant.

6. Define your success metric: Your success metric depends on the type of landing page you’re testing. Are you aiming for more social shares or more click-throughs? More sales or more signups? You must establish this before you begin testing.

As previously mentioned, many landing page elements can be A/B tested. For example, testing a landing page that includes screenshots versus the page without screenshots, like BEHAVE did with the Wikijob landing page. In this example, eliminating screenshots earned them a 56% increase in sales.

WikiJob Landing Page Example


You can also test a bigger CTA button versus a smaller CTA button, like MarketingExperiments and analyze the results, which in this case were a 201% increase in signups with the bigger button:

this image shows an A/B test performed on CTA button size, with the bigger button increasing conversions

Want to increase sign-ups for your free trial or downloads for your ebook? The quickest and easiest way to do so is by creating a landing page.

Landing pages help you reach your conversion goals in the most optimized way possible. In order to create a conversion-worthy landing page, simply follow the steps mentioned above and you’ll be set on your journey to collecting leads and converting them into sales in no time.

Get started by creating your first landing page for free with Instapage.